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Branding From The Inside Out

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Having your corporate logo, your product merchandising, your marketing materials, and your advertising is just the beginning when it comes to brand management today. At the most fundamental level our …

Having your corporate logo, your product merchandising, your marketing materials, and your advertising is just the beginning when it comes to brand management today. At the most fundamental level our corporate brand positioning comes to life at the touchpoint between employees and customers. After all, your brand isn't what you say it is, it's what your customers say it is. This presentation was originally created and shared by Watson Wyatt. It has been shared several times with audiences ranging from PEMCO Insurance's board members to front line staff. Hope you enjoy it.

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  • 1. <?xml version="1.0"?><AllQuestions />
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    Clarity – Commitment – Communication
    Confidence – Culture - Customers
    Branding from the Inside out
    1
  • 2. a lot of people are talking about branding these days ...
    believe me, I know something about branding
    2
  • 3. some people think it’s just putting your mark
    3
  • 4. some people think it’s just putting your mark
    on somebody else’s backside
    Yowch!
    4
  • 5. or making your logoreal fancy and sticking it on everything in sight
    5
  • 6. or making your logoreal fancy and sticking it on everything in sight
    (sorry, Bessie)
    6
  • 7. or making your logoreal fancy and sticking it on everything in sight
    (sorry, Bessie)
    you can dressthings up but ...
    7
  • 8. Other people think it’s just a bunch of talk.
    8
  • 9. Most people can tell when it’s bull.
    9
  • 10. Most people can tell when it’s bull.
    Snort.
    10
  • 11. branding is a whole lot different than all those things
    11
  • 12. branding is a whole lot different than all those things
    It’s an old-fashioned promise
    12
  • 13. So it’s nothing new really.
    13
  • 14. “Don’t you worry about us. We’ll say what we do anddo what we say each and every time you do business with us which we hope you’ll do often because we have thebest people ready to serve you and we really want to do right by you. You can just come to uswithout considering anyone else because we’ll always make it agood experience and if for some reason it’s not we’ll fix it because we really, really, really value your loyalty and we just don’t even want you to give a moment’s notice to anyone else who does anything remotely like what we do. But no one does.”
    So it’s nothing new really.
    Just a short way of saying,
    14
  • 15. here’s the guts of the whole thing
    you have to brand from the inside out
    (now don’t get squeamish on me)
    15
  • 16. that means your people inside
    keep the promises you make to your customers outside
    16
  • 17. Your people have to get it.
    They have to think, act and feel your brand.
    17
  • 18. no one can just hang around and chew their cud
    18
  • 19. Getting’ hold of those hands, minds and hearts means
    you gotta make sure employees experience the brand themselves.
    look at ...
    19
  • 20. training
    continuous learning
    pay
    recruiting
    orientation
    benefits
    career opportunity
    incentives
    the work
    performance feedback
    recognition
    inspiration
    technology for communicating
    20
  • 21. So how do you do this branding thing?
    (glad you asked)
    21
  • 22. 6 of ‘em
    C
    A cows favorite letter, of course
    22
  • 23. C
    larity
    That’s takin’ stock ...
    23
  • 24. now hold on there cowboy
    put that back!
    24
  • 25. now hold on there cowboy
    put that back!
    we mean figuring out what you’re about
    mission, vision, values , goals...
    that sort of taking stock
    25
  • 26. C
    ommitment
    You have to keep at it
    26
  • 27. people might say ...
    27
  • 28. Ppppffffftttttttttttttttttttttt!
    That’s a bunch of hooey!
    28
  • 29. So the guy with the pick-up truck and the big hat has to go for it
    (That’s you Boss!)
    and someone has to figure what it means at the feedin’ trough
    (That’s the rest of you)
    29
  • 30. Why, the Harvard Business Review says that branding helps...
    fetch premium price
    get new customers and keep ‘em coming back
    bring great employees into the herd and corral ‘em for a career
    those figurin’ guys will like that
    30
  • 31. C
    ommunication
    buzz in the barnyard...
    31
  • 32. C
    onfidence
    “Steer” em all to Be The Best
    32
  • 33. C
    ulture
    We’re talkin’ more than cheese here
    33
  • 34. tell your stories
    celebrate your heroes
    show your ribbons
    34
  • 35. C
    ustomers
    We don’t milk em!
    35
  • 36. The way you express the promise is
    Personality
    36
  • 37. The way you express the promise is
    Personality
    The way you keep the promise is
    Performance
    37
  • 38. branding will reveal your unique personality
    38
  • 39. Nobody can do it like ewe.
    39
  • 40. Let’s go now girls
    Can we talk about Watson Wyatt now?
    C’mon, honey, let’s go!
    But these are such nice people ...
    Thanks for listening.
    40
  • 41. Rod Brooks
    V.P. and Chief Marketing Officer, PEMCO Insurance
    Let’s ConnectTwitter: @NW_Mktg_GuyRod.Brooks@PEMCO.comBlog: www.PEMCOnorthwest.com
    PEMCO
    INSURANCE
    Thanks to our friends at:
    41

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